Just as a hermit crab needs a larger shell to expand as it gets bigger, you too may consider a larger market to expand to as your business grows. Countries such as the U.S. and Brazil offer many advantages of resources and product competition, the prospect being that your business’ product or service may be exclusive or better than the current competitors. But expanding to another country to do business requires more than a basic knowledge of the language spoken. The professional relationships you hope to build will rely on your understanding of the country’s business etiquette and expressions.
In the U.S. and Brazil, you’ll often hear expressions related to sports. While Americans generally use expressions concerning baseball and football, Brazilians often use terminology involving soccer. Expressions that mean one thing in your country may mean something entirely different in another. For example, communicating to your business audience that you want sales to “hit it out of the park” may be confusing, especially to your Brazilian business audience. While in baseball hitting a ball out of the field results in a home run, in Brazil where soccer is predominant, hitting something out of the park may be misconceived as kicking the ball out of the field, having a negative connotation because it will put the ball out of play and halt the game.
A strong understanding of the business etiquette the country you want to expand to is equally important, as you will need to be able to clearly communicate without potentially offending someone or becoming offended yourself. While every country has their own customs and practices when it comes to developing professional relationships, here are 4 examples of how business etiquette differs in the U.S. and Brazil [1][2]:
1. Greetings In the U.S, although shaking hands are generally expected in a business setting, not everyone will do so. Instead they may greet you with a casual “hello” or if in a large group, may not greet you at all. Additionally, Americans do not shake hands upon leaving but in Brazil, it is expected that you take the time to greet and say goodbye to every individual present.
2. Physical Contact In Brazil, physical contact is a simple part of communication. Touching arms, elbows and backs are very common and acceptable. Brazilians also stand extremely close to one another while in the U.S, it is best that you keep your distance when conversing. If an American feels you are standing too close, he or she may step back without even thinking about it.
3. Conversation Meetings are generally informal and relaxed in manner, but serious in content. In the U.S. especially, a successful meeting is short and to the point with little or no prior small talk. However in Brazil, meetings are conducted at a casual, unhurried pace and before getting down to business, it is important to engage in conversation first.
4. Time When it comes to time, Brazilians tend to be extremely casual. Being ten to fifteen minutes late in business is normal, and twenty to thirty minutes late is not unusual. However in the U.S, being on time means being about five minutes early. Five minutes late is acceptable with a brief apology and ten to fifteen minutes late requires a phone call to warn of the delay and to apologize.
There are numerous ways business etiquette and expressions can differ depending on where you are. Doing business in another country requires a firm grasp on this knowledge but with it, the ball is yours to hit the home run or score the winning goal.
Many of us don’t have the time nor the resources to invest in learning the ins-and-outs of a foreign culture, and if so, should consult an expert. ReachOut ‘s Mr. Edsel Oliveira has 20+ plus years of experience helping international companies achieve success entering a foreign market and can assist your business do the same.
[1] from eDiplomat U.S.
[2] from eDiplomat Brazil
